| China Dragon Securities,the only local securities company in Gansu province,has the unique regional advantage in the province and always maintains the monopolistic status in Gansu's securities market for over ten years.In recent years,as ecdemic securities companies rush into Gansu one after another,the competition in securities market has been increasingly fierce.The securities companies not only compete for customers,but also scramble for talents more and more fiercely.The thesis describes current turnover situation of marketing personnel of China Dragon Securities.Based on the theoretical foundation of the Price-Mueller model,expectation theory and Maslow's hierarchy of needs,the thesis makes an investigation of the retained marketers in the company by the way of questionnaires.It analyzes the causes of the high draining rate of marketing personnel majorly from the aspects of marketers' individual factors and enterprise management factors.Personal reasons include the working ages,personal ages,family responsibilities,personal competence,etc.Through the analysis and comparison of data,it concludes the influence degree of various factors on the turnover rate,and then puts forward relevant suggestions to help enterprises make effective selection on marketing personnel in recruitment so as to reduce the turnover rate effectively.Regarding the enterprise management,it analyzes the causes of the turnover rate mainly in the aspects of training system,performance appraisal,salary system and promotion channels to find out the problems existing in the internal management of the enterprise.The thesis also puts forward countermeasures aiming at main problems so as to perfect the marketing training system,reform the performance appraisal and compensation management system,broaden the promotion channels for marketers,and improve the satisfaction of marketing personnel for the purpose to lower the turnover rate effectively. |
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